Earlier in the year, PopChips ran an extremely successful social media campaign seeking out a “VP of Pop Culture.” With one of the most social-media savvy celebrities, Ashton Kutcher, on board, PopChips was able to not only award a winner, but create huge buzz, visibility and excitement about their brand.
Contest overview:
- Must “like” Facebook page to enter
- Ask fans to submit 90 second video showing why they’re the best candidate for “VP of Pop Culture”
- Encourage them to have their friends vote for their video (via also liking the page)
- Votes narrow down the top three, then Ashton Kutcher chooses the winner
- Specific “terms and conditions” page created
- Create a YouTube page specifically for the brand/this promotion
Strategy:
- Involve a celebrity – Ashton Kutcher – who will select the winner
- “Pop culture” is something any/everyone can relate to, so it’s universally applicable to a wide audience
- “Pop” (culture) is also a play on the name of their product
- Winner receives an actual job that pays $50,000
- Endorsement on TV shows (Jimmy Kimmel)
- Having videos on YouTube also allows for additional online exposure
- Create silly/fun videos as well
Numbers:
- YouTube:
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- Channel views: 127,165
- Total upload views: 783,803
- Subscribers: 1,193
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- Facebook:
- Fans: 112,708
- Contest entrants: 236